DIGITAL MARKETING:
Definition:
Internet Marketing or Digital Marketing refers to Marketing and Advertising efforts that use web, Email,and Social sites to drivemore leads,more sales and more visibility for Brand Building.
What Can Digital Marketing Do?
Digital marketing can build & implement effective Internet Marketing Strategies that createsBrand ,generate leads,increase Website traffic and Strengthens online presence.
What is Inbound Marketing?
Inbound marketing is an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media — unlike outbound marketing, which fights for their attention. By creating content designed to address the problems and needs of your ideal customers, inbound marketing attracts qualified prospects and builds trust and credibility for your business.
If your business can be found when people are
searching for you, you are an inbound marketer. The following graph shows the
rising trend of inbound marketing from Google Trends.Inbound marketing is more
efficient and does not irritate the customer. You come into the picture only
when the prospect is looking for you – hence the conversion rations from
prospects/lead -> buyers/customers are always higher than outbound
marketing. Inbound marketing involves the following activities:
§ Search
Engine Marketing (PPC Ads)
§ Blogging
and getting found via Organic Search
§ Contextual
& Targeted Web Advertising for Audience Building
§ Permission
Based Email Marketing
Inbound marketing can be also used when you are introducing a
new product. Even if people are not searching for a specific product, you have
your own publishing platform and an audience in a specific niche. Having an
audience also helps you in finding out what the market wants and then you can
go ahead and create it for them. So Inbound marketing not only helps in
marketing your existing products but the audience that you build acts as a
focus group where you can understand their needs and come up with ideas for new
products and services.
The Inbound marketing
Methodology :
Inbound marketing has been the most
effective marketing method for doing business online. Instead of the old
outbound marketing methods of buying ads, buying email lists, and praying for
leads, inbound marketing focuses on creating quality content that pulls people
toward your company and product, where they naturally want to be. By aligning
the content you publish with your customer’s interests, you naturally attract
inbound traffic that you can then convert, close, and delight over time.
Along the top are the four actions
(Attract, Convert, Close, Delight) inbound companies must take in order to
obtain visitors, leads, customers, and promoters. Along the bottom are the
tools companies use to accomplish these actions. (Note the tools are listed
under the action where they first come into play, but that’s not the only place
they’re applicable! Several tools, like email, can be essential in several
stages of the methodology.
Major
Important Points in Inbound Marketing:
Content Creation + Distribution
Create targeted
content that answers prospects' and customers' basic questions and needs, then
share that content far and wide.
Lifecycle Marketing:
Promoters don’t just
materialize out of thin air: they start off as strangers, visitors, contacts,
and customers. Specific marketing actions and tools help to transform those
strangers into promoters.
Personalization:
Tailor your content
to the wants and needs of the people who are viewing it. As you learn more
about your leads over time, you can better personalize your messages to their
specific needs.
Multi-Channel:
Inbound marketing is
multi-channel by nature because it approaches people where they are, in the
channel where they want to interact with you.
Integration:
Content creation,
publishing and analytics tools all work together like a well-oiled machine -
allowing you to focus on publishing the right content in the right place at the
right time.
What is Outbound Marketing?
Outbound
marketing is the traditional marketing that a lot of companies used to do (and
are still doing) to market their products and services. Outbound marketing
includes the following marketing activities:
§ Television
Ads
§ Newspaper
Ads
§ Radio
Ads
§ Cold
Calling to a list of prospects
§ Mass
Web Display Advertising
§ Mass
(Unsolicited) Email Marketing
§ Marketing
via Trade Shows
§ Ads in
Trade Publications and Magazines
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